Albeit a bit slanted to the US audience, the key points are equally valid here in the UK.

“How can we create lead magnets, free reports or blog posts that have almost irresistible appeal? One of the easiest ways to do this is to let the mainstream media do the hard work for you. Let’s look at some examples for how this works, and how you can apply it to your own business.

Big, mainstream media is in a hugely competitive fight to keep readers and attract new ones. Thus, they’re spending a lot of time and energy trying to decide what topics will most interest readers. What’s really hot right now? Read more here